Market Development towards Thailand 4.0 Model to Premium OTOP of Bamboo Handicrafts: Ban Pa Bong Community, Saraphi, Chiang Mai
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Abstract
The objectives of this research project were to survey and develop the marketing mix leading to the guideline of market developments of bamboo products, Ban Pa Bong community in order to promote competition advantage of the community towards Thailand 4.0 model to premium OTOP. Data collection methods were the in-depth interview with 20 stakeholders, observation the community and questionnaire survey with 427 for Thais and foreigners. A literature review and any other relevant sources were required to generate the guideline of market development for bamboo handicrafts of Ban Pa Bong community. The result has been found, products of Ban Pa Bong community represent high quality and internally acceptable to a specific market. To promote bamboo handicrafts on the global market is needed. Moreover, a majority of entrepreneurs are elderly people who are slower to adopt new technologies for promoting a new product, communications and product delivery etc,. Positioning by cultural symbols of products is recommended. Finally, the younger generation is taking on family businesses for sustainable development.
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